As technology changes, so do consumer viewing behaviors. The streaming media environment is fragmented, and broadcasters and service providers are searching for new ways to optimize audience reach. Doing so will require leveraging innovations, new content formats, multidevice capabilities, and new advertising solutions to make the viewing experience align with consumers’ advanced and growing expectations. Consumer Viewing Expectations for the Future • Search and Discovery A seamless discovery experience is crucial, especially as consumers continue to “hop.” Content discovery solutions are moving beyond search histories and demographics to advanced artificial data-based solutions help predict consumer content preferences even for live broadcasts and instances where there is no usage history that typically enables viewer predictions. • The Shift to Mobile Viewing For the past ten years, the total average video consumption has hovered around 30 hours per week, with 15-20 hours taking place on a television. Mobile viewing, however, has increased from two hours in 2012 to six in 2022, illustrating how viewing preferences are changing over time.
6 | © Parks Associates
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